Loyalty schemes in retailing : a comparison of stand-alone and multi-partner programs /
To expand existing literature on loyalty schemes, the impact of stand-alone vs. multi-partner programs on customer loyalty was evaluated. In addition, the effects of store satisfaction, membership in competing programs, as well as various shopper characteristics were tested. Therefore, interviews we...
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| Corporate Authors: | , |
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| Format: | eBook |
| Language: | German |
| Published: |
Frankfurt am Main, Germany :
PL Academic Research,
2013.
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| Series: | Forschungsergebnisse der Wirtschaftsuniversität Wien ;
Bd. 61. |
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | To expand existing literature on loyalty schemes, the impact of stand-alone vs. multi-partner programs on customer loyalty was evaluated. In addition, the effects of store satisfaction, membership in competing programs, as well as various shopper characteristics were tested. Therefore, interviews were conducted with loyalty executives and a survey was carried out with 1,150 German customers of two fuel station chains. Stand-alone programs were found to outperform multi-partner schemes in their ability to trigger behavioral loyalty (e.g. share-of-wallet), attitudinal loyalty, and positive word- |
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| Physical Description: | 1 online resource (297 pages) : illustrations, tables. |
| Bibliography: | Includes bibliographical references and indexes. |
| ISBN: | 9783653035155 3653035155 1306561930 9781306561938 |
| ISSN: | 1613-3056 ; 1613-3056 |